Visa announced Quick Chip four months ago, but until today the card brand has not had a place to showcase its faster EMV technology to merchants who feel burdened by the EMV payment process.

With the New Leaf grocery store chain in the San Francisco area becoming the first retailer in the U.S. to use Quick Chip, as well as Mastercard's version called M/Chip Fast, Visa says it now has the perfect example for acquirers and processors to follow.

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